Category: "Market Musings"

  • Market Musings

    Local Yokel Media Joins The NNA in Texas

    by: Elizabeth Harrington, on Oct 10, 2014

    A few of us on the Local Yokel Media Publisher Services team took it to the road — well to the air and the road — to attend the National Newspaper Association’s 128th Annual Convention and Trade Show in San Antonio, Texas. We went to meet the newspaper publishers who run some of our country’s … More »

  • Market Musings

    The Value of Publisher Content in a Data Driven World

    by: Dick OHare, on Sep 12, 2014

    One of Local Yokel Media’s angel investors, and digital media dignitary, Dave Morgan, recently wrote a very interesting post.  The basic tenet of the post opined that as media has become more fragmented (vs. the big audience aggregation days of the big three TV networks and major newspapers), effective media planning will start with data driven strategies … More »

  • Market Musings

    How Does Local Yokel Media Fit In The Programmatic Puzzle?

    by: Dick OHare, on Mar 31, 2014

    Many local publishers ask us how we fit into the programmatic puzzle. Fundamentally, the entire programmatic buying ecosystem is based on simple supply and demand. The more demand there is for your valuable ad impressions, the higher price you earn. Local Yokel Media acts as another specialized demand source for your ad impressions. And, as … More »

  • Market Musings

    When It Comes To Ad Exchange Inventory, There’s No Place Like Home

    by: Dick OHare, on Oct 12, 2013

    Since its inception, the Internet has been known for its “unlit alleys”. That phrase means that, in some instances, you don’t really know what you are buying for your media investment. For marketers concerned about their brands, that can be dangerous. For example, fast forward to today’s high velocity market of programmatic ad buying.  Target audiences … More »

  • Market Musings

    A “Random Walk” Among Geo-Fences

    by: Dick OHare, on Sep 11, 2013

    The term “hyperlocal” marketing has rapidly become synonymous with mobile-centric, location-based marketing.  Discussion about “mobile” and “data” have dominated the digital advertising industry content air waves, as these two marketing segments have continued to grow ad spend.  Terms like “big data”, “signals” and “geo-fencing” have grown in popularity as marketers work at factoring location into … More »

  • Market Musings

    Geo-contextual Relevance: A 6-Second Twitter Vine Tutorial

    by: Nicole Lyons, on Jun 4, 2013

    What is geo-contextual relevance? Hyperlocal audiences are the people who live within 15 miles of a store location, where 85% of household spending occurs.* Hyperlocal content is specific to the communities where these audiences live, and is therefore highly relevant and engaging to the local audiences it serves. If you are an advertiser trying to … More »

  • Market Musings

    2 Years of #Winning in Hyperlocal

    by: Dick OHare, on Apr 18, 2013

    Two years ago this week, we launched Local Yokel Media as the premium platform for hyperlocal digital advertising. To reiterate, our mission is to bring efficiency, scale and performance to this market.  Our founding principle for the company was that local and hyperlocal (community-based) publishers do a tremendous service for their local communities by delivering … More »

  • Market Musings

    Delivering a Pure Oxygen Supply of Hyperlocal Ad Impressions

    by: Dick OHare, on Apr 10, 2013

    In response to Douglas de Jager’s article “Display Advertising is a Sell Side Problem,”  we at Local Yokel Media agree that fraudulent traffic is a sell side issue.  As an aggregator of pure hyperlocal websites and content for ad targeting, we take this seriously. And, as Local Yokel Media’s CTO, Rajiv Nigram, points out: “with the advent … More »

  • Hyperlocal Advertising, Market Musings

    National Brands That Don’t Get Local Risk Getting Lost

    by: Nicole Lyons, on Mar 28, 2013

    Loved this commentary by Debora Lance, EVP/Managing Director at Wahlstrom, entitled “National Brands Need to Market Local or Bow to Small Business.” In it, she states that “in order to be successful, national brands need to shift both strategy and focus to a localized approach. This method requires advertisers and their agencies to deliver highly relevant, localized … More »

  • Hyperlocal Publishing, Market Musings, Publisher Tips & Tricks

    Are You Prepared for Programmatic?

    by: Elizabeth Harrington, on Mar 22, 2013

    Earlier this week, I attended the 3-day BIA/Kelsey conference “Leading In Local: The National Impact.”  The conference covered lots of topics related to local strategies with a major focus on mobile, social media, and tools to support SMBs in the local space.  I especially enjoyed Brian Halligan’s Keynote.  What a dynamic speaker full of passion, … More »